Content beyond language
Successful marketing communications in English may not have the same level of resonance by simply translating into Spanish. Marketing messages, media content, and brand relevance need to be adapted in a culturally appropriate way to connect with Latinos.
Transcreation, a well-crafted method that takes the Latino experience into consideration, incorporates the following lenses to ensure marketing is culturally relevant and linguistically compatible:
Cultural perspectives are insights we bring as members of the Latino community, including beliefs, values, and attitudes indicative of being Latino.
Emotional impact is delivered by creativity and innovation. It is defined by how Latinos’ hearts and minds are influenced.
Language is a deliberate process, giving consideration to the various dialects and idiosyncrasies of diverse audiences.
What does “Vías” mean?
Our name comes from the Latin word “via”. Though it’s rarely used in English, it hasn’t changed much from the original “via” as it’s been absorbed into many Romantic languages.
For us Vías represents the many paths one can take in developing culturally competent communications. We accept that in most cases there is never a single right answer. As people move around, engage with each other, and evolve, cultural shifts will happen.
Never Don’t Innovate
With ever changing cultural dynamics, the best we can do is listen, learn, and constantly innovate.
Why the accent?
(Vías) Well, multicultural competence forms our core strategy, we are Latino specialists after all!
For more, check out our services.